To launch their new swimwear collection, we were asked to take Chromat, a body-wear brand with a cult following, to a more mainstream audience without losing their progressive brand identity. Typical swimwear ads feature a narrow standard of beauty, one that doesn’t represent the majority of women. So, to help Chromat reach a broader audience, we reflected a broader audience—with radical inclusivity. This led us to the Chromat Pool Rules.
Art Direction: Kristy Heilenday